Financial Times Brand Film - Pink

THE CHELLENGE

In a world where it is harder than ever to convince consumers to pay for content, the FT needed to remind readers that they are a premium brand worth every penny.

THE RESPONSE

We wanted to tell the previously untold stories of the FT’s history; but reframe them more than history, but powerful examples of the principle of fearlessness that guides the publication to this day.

This execution is called Pink and was launched in 2023, celebrating 150 years of the FT's iconic pink paper.